Sending emails to targeted segments of customers improves your campaign performance, and now we’ve got an easy way for you to see which of your segments are performing best so you can continue to personalize your marketing efforts.

A few months ago we showed you how you can use segments and dynamic content to increase your conversion rate by making sure that you’re sending the right content to the right people. Now we’ve taken it a step further and built awesome reporting so you’re able to see just how well each segment is performing, and use it to further improve your campaigns.

So let’s look at how to use this report.

Comparing Segment Performance

Let’s look at one of the most common examples of using segments to create personalized emails based on where your customers are located. For instance, say you want to localize content for your top 5 regions and identify which one has the highest engagement. Once you’ve sent a campaign to your selected segments you’ll be able to view a new report in the sidebar of your Campaigns tab under ‘Lists & Segments’.

Here you can view the following metrics across all lists & segments that were included in your campaign:

Opens

Unopened

Clicks

Bounces

Unsubscribes

Spam complaints

This allows you to easily identify which of your segments have the highest and lowest engagement so you can identify ways to optimize the performance of your campaigns. For example, Campaign Monitor customer Birchbox (shown in the examples) can use this data to focus its marketing efforts on highly engaged regions and invest more in the product lines that are popular.

Wrap up

Whether you’re a business to consumer (B2C) company like Birchbox or a company that sells to other businesses, understanding how your audience is engaging with your campaign content can help dictate where to focus your marketing efforts and even your products themselves.

Awesome! Is there any way to see List/Segment reporting for historical campaigns or is the report only available on new campaigns? I don’t see it at the moment on any of my old campaigns.

Clare Vivarelli

Hey Simon, glad to hear you like it! Unfortunately we don’t currently have a way of reporting on segments for historical campaigns. The report will only show for campaigns that were sent after the 1st of October 2015 and have been sent to more than one list or segment. Let me know if you have any other questions about the reporting or suggestions on how to make it better.

Simon

Hi Clare, I actually don’t see it for campaigns sent after Sept 1st either. I have some campaigns which were sent to a single segment and one that was sent to a whole list (this is the one I was hoping to see the segment reporting for). If I checked off the list rather than checking off all the segments within the list, would this prevent the report from being available? I can reach out to support if that’s a better channel for this kind of question. Thanks!

Clare Vivarelli

Hey Simon, apologies about the delayed response. Yes that’s correct, the report will only show the performance for segments that have explicitly been included when sending your campaign. So in your case the report won’t be visible because you only selected the list and not the segments within in.

Simon

Bummer – if you’re taking feature requests it would be great to have this report available even if we send to a list. I guess we could check off all our segments instead of just checking off the list when sending a campaign, but this means a dozen or so extra clicks for every campaign, and also means that some subscribers in the list may not receive the campaign if they happen to not be in any of the segments. Thanks!

Clare Vivarelli

Thanks for your feedback! Having just launched this report we know there are ways which we we can make it better and are really keen to hear about them so we’ll definitely take your suggestions on board.

Ben Van Looy

Love this feature! It will really come in handy! > Just wondering, only the segments that were made “before” sending out will be in the report ?> Can we drill down into the segment itself and see more results and export them?

Clare Vivarelli

Hey Ben, In order for a segment to show up in this report you’ll need to explicitly select it when sending your campaign, so yes they must have been created beforehand.

You can definitely export all of your subscribers within a particular segment (check out our help docs here: https://help.campaignmonitor.com/list-segmentation if you’re unsure of how to do this). As for drilling down in to a segment to see more results, would you mind expanding a little on what information you’d like to see.

Thanks

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